The Consumer Psychology Behind Pinterest: 4 Tips for Growth
Pinterest has become the place for businesses to grow and reach new markets. Anyone can start marketing their products on Pinterest, finding your customer base using pins to market your business. Pinterest is a social media platform that revolves around visual content and allows users to discover and share images, ideas, and inspiration through pins on virtual boards. Read through and find your own way to use consumer psychology to better market your business.
Visual Appeal: It seems simple but its effective, Pinterest's focus on visuals makes it appealing to individuals who are visually oriented. Users are drawn to aesthetically pleasing images, which can evoke emotions and inspire them. Finding your own aesthetic and staying consistent throughout your page will help increase engagement and help build a consumer base you can rely on.
Social Connection: Stay active on your platform, while Pinterest is often seen as a solitary activity, it also fosters social connection. Users can follow others, collaborate on group boards, and share pins with friends and followers. This will let the algorithm know that your page isn't just about producing content but reacting to others content and helping them grow. By replying to comments, like liking similar pages it will help build your own.
Buzz Words: Pinterest is a strong visual search engine.. So, by using key industry words in the description like home decor, fashion, travel, and more, Pinterest knows what to group it with on different feeds so your product can reach more people. For example, if you sell something specific like custom engraved cutting boards, using buzzwords like “anniversary”, “wedding gifts”, “housewarming gift”, and “custom” will have your product show up in those searches. People might not know that your products are out there so when someone is shopping on Pinterest or just looking for aspirational content, you want the product to be on their feed.
Emotional Impact and Consistency: Pinterest, like any social media platform, can trigger an emotion, such as happiness, inspiration, or even envy, depending on the content users encounter. Making sure your encounter with consumers can resonate and be memorable. This can be achieved 2 ways; consistency and impact. Consistency means posting in a constant format with a constant message or slogan. Impact means making that posting reveal an emotion. Remember that old Michelin tire ad with the baby? Everyone around in the 90’s remember the Michelin tires ad with the baby sitting next to the tires with the slogan “Michelin, because a lot is riding on your tires” its because this advertisement gave people a feeling of safety, which was Michelin’s mission with this ad as they are trying to show the safety of their tires. This ad played constantly for months that many remembered it years after it stopped running.
Overall, Pinterest is centered on visual engagement, personal expression, and the desire for inspiration and self-improvement. Users are drawn to the platform's visually stimulating content and the opportunity to connect with others who share their interests and aspirations.
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